Apple Goes After Swatch “Tick Different” Slogan

Apple has reportedly filed suit against Swatch in Swiss court over the watchmaker’s “Tick different” slogan.

Swatch currently has “Tick different” emblazoned on its Bellamy watches, which use near-field communication to help wearers make payments.

According to Swiss newspaper Watson, Apple considered Swatch’s tagline not that different from its “Think different” slogan and filed suit in the Swiss federal administrative court to prevent its future use.

“Tick different” was one of the two Apple-sounding slogans the watchmaker registered in 2015. The other was the Steve Jobs-ian “One More Thing”—though Swatch claimed that was inspired by the 1970s TV series Columbo.

This is not the first time the two companies have squabbled over trademark issues. In 2014, Swatch fought a registration for the term iWatch, arguing it was too similar to the company’s registered iSwatch. Apple eventually called its timepiece the Apple Watch.